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A detailed look at Nike Basketball’s Area 72 space from All-Star weekend in Houston

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Nike Basketball pulled out all the stops during All-Star weekend to showcase its extraterrestrial lineup of special edition kicks that would be worn by Kobe Bryant, LeBron James, and Kevin Durant during the NBA’s midseason exhibition.

Setting up shop inside the Houston Galleria mall, Nike created an Area 72 retail space that allowed fans to get the full space-age experience. It was impossible to miss the large black dome in the center of the mall’s lower level that housed the exhibit — it was eye-catching from above, and even at a distance.

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Once inside, fans enter a hallway with silver “space boot” versions of the shoes lining the walls, which leads them into the main area of the exhibit.

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After passing through the hallway, you find yourself in the center of things, where the real All-Star edition shoes are all on display. This was one of the cooler parts of the experience, where everyone entering received an access card with a unique code on it.

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Visitors walked around the exhibit where the shoes were encased in glass, and got to enter their code on a keypad. If the display read “access denied,” they didn’t win anything. But if it lit up with “access granted,” a key was revealed and they could unlock their size of the pair of shoes that they had just won.

One young man really wanted to win badly, and would rest his head against the display, eyes closed as he was deep in meditation (or perhaps prayer) before entering his code on the keypad. Unfortunately, he wasn’t among the chosen ones, and let out an exasperated yelp after being denied at all three tries.

There was plenty more detail to see, including video displays featuring Bryant, James, and Durant. Near the display’s exit was a customization booth, where merchandise that included socks, shirts, and track jackets could be special-ordered with various Area 72 design options. This was packed consistently throughout the weekend, and orders took between 1-2 hours to complete.

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Nike held player appearances at the space throughout the weekend, which included the three biggest names in the game whose shoes were prominently featured. The crowds were at times alost unmanageable, which speaks to the success of the space, as well as to the popularity of the NBA and the merchandise supporting the league fans love to watch.

During my visit, I caught up with Erick Goto, a member of the design team that created all of this. One of the more interesting things we discussed was how the design process for the All-Star edition shoes, as well as the theme that would carry the company’s vision throughout the weekend, was over a year in the making.

As we talked about all that went into the design process, Goto was like an actor who works on a film a year or more before it’s released, and then has to discuss it again after it’s become a distant part of his professional past.

“Up until a couple weeks, ago, I really didn’t know how excited to be about this whole thing,” he said. “But seeing all the images of how the space would look, I got so excited because you know, you’re working on it a year ago, and you’re done with that stuff. It was so long ago.”

Goto said the design team was surprised with how popular the space-age themes have become, beginning with the Galaxy editions that carried the 2012 All-Star weekend in Orlando through to the extraterrestrial theme that was omnipresent in Houston.

“We were surprised,” he said. “We definitely didn’t think that it would cause as much chaos as it did last year, but it’s great. And that’s kind of what pushes the creativity for the team. We’re always trying to make sure we deliver something special.”

The detail and design that was put into each player’s special edition shoe is truly something to behold, as was the retail space that came together for the All-Star weekend celebration. Seeing the space in its finished form made it well worth all the hard work the design team put into it, beginning more than 12 months before the final vision was realized.

“This totally made it worth it,” Goto said. “It totally brought a tear to my eye. People were down here a couple of days [before the opening] just sending me pictures of how the space was building out, and I was like, no way! I got totally excited. We worked on the product so long ago thinking, ‘it would be cool if they did this, or it would be cool if they did that.’ But they actually made everything happen.”


Nike Basketball Area 72 space at All-Star weekend in Houston

As expected, John Wall denies he cares what Beal, Harden, or others make

OAKLAND, CA - MARCH 29:  John Wall #2 of the Washington Wizards dribbles the ball during their game against the Golden State Warriors at ORACLE Arena on March 29, 2016 in Oakland, California. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and or using this photograph, User is consenting to the terms and conditions of the Getty Images License Agreement.  (Photo by Ezra Shaw/Getty Images)
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This was as predictable as Trump mentioning his wall in a stump speech he feels going flat.

Thursday, the Ringer reported that Washington’s John Wall was unhappy when he saw the money thrown around this summer at James Harden and even Wall’s teammate Bradley Beal. The quote that summed it up from an anonymous source: “Wall’s got jealousy issues. He’s always upset with someone who makes more money than him.”

The second that story hit the web you knew Wall would deny it, and that came via ESPN’s The Uninterrupted (which has done well since it’s launch):

For both of you who hate video and prefer it written out:

“I just wanted to clear the air for all these people talking about how I’m watching other people’s pockets and I’m not worried about basketball and getting better. Listen, that doesn’t matter to me. If I produce like I’m supposed to on the basketball court and take care of myself and image, I’m going to be fine with making money. That’s not why I play the game of basketball.”

Two quick thoughts. First, talk to Wall for any length of time and it does become clear he loves basketball and plays the game with a passion. That shouldn’t be up for debate.

Secondly, everybody in the NBA compares salaries. Everybody knows what everybody is making. There’s another locker room measuring comparison equivalent, but I’m not going there. The reality is guys who were not free agents or up for an extension — and because of the length of Wall’s contract, that includes him — were shaking their heads at the money thrown around. Of course they wanted a piece of it. That’s different than jealousy, or lacking chemistry with a teammate because of it.

That said, Beal and Wall have never clicked like expected. Injuries are certainly a part of the issue, but it’s fair to question what else is going on, and if Scott Brooks as coach can change that.

Canadian Tristan Thompson took Larry O’Brien trophy to a Tim Horton’s

CLEVELAND, OH - JUNE 22:  Tristan Thompson #13 of the Cleveland Cavaliers cheers during the Cleveland Cavaliers 2016 NBA Championship victory parade and rally on June 22, 2016 in Cleveland, Ohio.  (Photo by Mike Lawrie/Getty Images)
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This is about the most Canadian thing ever.

Cleveland’s Tristan Thompson — who is Canadian, he was born in Toronto — is getting his day with the Larry O’Brien trophy and decided that meant he should take the gold statue to a Tim Horton’s. (If you’re not familiar, Tim Horton’s is a Canadian institution, the best comparison would be SAT style — Tim Horton’s:Canada as Dunkin Donuts:Boston).

Hat tip MethoxyEthane at Reddit NBA.

Deron Williams says again he wanted more than one-year deal to return to Dallas

ATLANTA, GA - FEBRUARY 01:  Deron Williams #8 of the Dallas Mavericks reacts after injuring himself against the Atlanta Hawks at Philips Arena on February 1, 2016 in Atlanta, Georgia.  NOTE TO USER User expressly acknowledges and agrees that, by downloading and or using this photograph, user is consenting to the terms and conditions of the Getty Images License Agreement.  (Photo by Kevin C. Cox/Getty Images)
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Deron Williams will be 32 years old this NBA season, and is coming off a sports hernia surgery. That said, at age 31 he was solid for the Mavericks, averaging 14.1 points and 5.8 assists per game. His efficiency dipped from previous years, but he played well for Dallas.

Williams had hoped his stats would have earned him a multi-year contract and some security in Dallas, but instead he ended up with a one-year, $10 million deal. He’s not thrilled about it — something he has said before — but he’s optimistic about the next season with the Mavericks, he told DallasNews.com (at Williams’ annual charity golf event).

“I’d have liked to be here for a little longer,” Williams said of the one-year deal. “We’ll see how it goes. It is what it is. For sure, I wanted to be back. I felt like I had some unfinished business at the end of last year the way things ended and I wasn’t able to be on the court. Hopefully I’ll stay healthy because I’m excited about this team.”

I can’t blame him for wanting more years, but I think the short contract offer was the right move by Dallas. This team needs flexibility going forward.

Williams sees the additions of Harrison Barnes and Andrew Bogut as upgrades over Chandler Parsons and Zaza Pachulia (and he’s right).

“We’re definitely going to miss Chandler, but Harrison stepping in, that’s not a downgrade,” Williams said. “It’s going to be great to see how he handles being a go-to guy. He’s kind of been in the shadows (at Golden State). We’ll see what he can do now with the ball in his hands. And I’m looking forward to playing with big Bogut. I’ve been a fan of his for awhile. He’s definitely a player point guards like to play with.”

Dallas is once again going to be a good team battling for one of the final playoff spots in the West. How healthy Williams is and how well he plays — and can set up the quality scorers on that roster — is going to determine what the Mavs are doing in late April.

Nike produces limited-edition – emphasis on limited – Craig Sager shoe (photo)

LOS ANGELES, CA - JULY 13:  Honoree Craig Sager accepts the Jimmy V Award for Perserverance onstage during the 2016 ESPYS at Microsoft Theater on July 13, 2016 in Los Angeles, California.  (Photo by Kevin Winter/Getty Images)
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I once saw Craig Sager wow a just-drafted Andre Drummond with his shoes made of ostrich.

These are even cooler

DJ Khaled (?):

Only 2 made for now … Thank u Craig Sager and Reggie saunders #SAGERVISON @jumpman23

A photo posted by DJ KHALED (@djkhaled) on

 

It’s probably good for my bank account that only two of these exist.